This cult classic hat from the 90s is back.
The Von Holland trucker hat — most notably worn by multi-striped style icon Paris Hilton, pop star Britney Spears and actress Lindsay Lohan — has made a resounding comeback as more celebrities adopt the Y2K accessory.
Makeup mogul and reality TV star Kylie Jenner sports a bubblegum pink Von Dutch hat on the cover of Elle for the magazine’s November issue.
Her sister, Kendall Jenner, also previously wore a similar Von Dutch hat, and Bella Hadid has been seen carrying the brand’s bowling bag.
The trend, however, is having a ripple effect beyond Tinseltown.
On social media, mentions of Von Dutch have grown nearly 13,000% over the past year, according to Business of Fashion, which cited data from Trendalytics.
Additionally, Depop searches for “Von Dutch” and “trucker hat” have increased by 40% and 90%, respectively, since the start of 2024.
Déjà Von Dutch
’90s kids will remember the heyday of the Von Hollandese brand’s gear – especially the trucker hats, which were worn by pop princesses and Hollywood’s hottest stars alike. In 2003, just four years after the brand was launched, the company was doing more than $33 million in annual sales, according to Business of Fashion.
The brand was named after Kenneth Robert Howard, a famous motorcycle mechanic, painter and detailer who got his nickname because he was “as stubborn as a Dutchman”.
His daughters licensed the name Von Dutch, which was eventually used by French fashion designer Christian Audigier.
But the glory did not last long.
“You have seen it everywhere. It used to be cool people wearing it, then all of a sudden this cool, casual crowd started wearing it,” Hilton said during a 2021 Hulu documentary The Curse of Von Dutch: A Brand to Die For.
“I remember one day I looked in my closet and I had so much Von Dutch, and I just couldn’t look at it anymore. I got rid of everything.”
Then this year, when hyperpop star Charli xcx played her set at Brooklyn’s Boiler Room, fans arrived in droves, some wearing $90 Von Dutch hats — an ode to a song from the singer’s hit album “Brat “, the song aptly titled “Von Dutch.”
On the day the song was released as a single in February, searches for Von Dutch increased 400%, according to Google Trends data published by Women’s Wear Daily.
“Charli xcx’s song ‘Von Dutch’ has been a game-changer during such an important period in our brand’s evolution. Her bold, rebellious energy – and empowering ‘Brat Summer’ movement – perfectly encapsulates what represents Von Dutch,” Marc Benitez, COO of White Space Group Brands, told WWD.
“Her influence has bridged the gap between our loyal fans and a whole new audience discovering us for the first time.”
‘Cultural Significance’
Suddenly, creators on TikTok are bragging about their high-end collections of Von Dutch trucker hats, while other clips show Gen Zers who didn’t grow up with the brand discovering the “cool” hats.
Like everything in fashion, what goes around comes around—and 20 years after their peak, Von Dutch is back, thanks in part to a Y2K revival marked by a resurgence of jelly shoes, Ed Hardy, belly rings, and cell phones. flipping.
The brand’s “cultural relevance,” Benitez told Business of Fashion, makes the clothing here to stay, especially with “the Y2K movement of brands and what they represent for a new generation, all the stars in line.”
“Now you have the opportunity to take advantage of who remembers it from the early 2000s and bring it to new consumers interested in that time frame now,” Benitez said.
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Image Source : nypost.com